AI기반 의료상담 서비스 특성과 병원 이미지 및 병원 이용의도 간의 관계: 병원 이미지의 매개효과 = Relationships between AI-Based Medical Consultation Service Characteristics, Hospital Image, and Intention to Use: The Mediating Effect of Hospital Image

다국어 초록 (Multilingual Abstract)

This study empirically examines the effects of AI-based medical consultation service characteristics—informativeness, entertainment, and interactivity—on hospital image and intention to use, along with the mediating role of hospital image. Results indicate that informativeness and entertainment positively influence hospital image, while interactivity shows no significant effect. Hospital image has a strong positive impact on intention to use. AI service characteristics also directly affect intention to use, with informativeness having the greatest influence, followed by entertainment and interactivity. Hospital image mediates the effects of informativeness and entertainment on intention to use, but not interactivity. These findings highlight the crucial role of AI medical consultation services in shaping hospital brand image and enhancing patients’ usage intentions, offering valuable implications for digital healthcare strategy development in medical institutions.